Reputation

A brand is a reputation.

Whether or not you're deliberately shaping your reputation, you've got one.

Every choice, every action shapes and contributes to it.

You may be known as the first to buy new tech, the funny one, the reliable one, a magical thinker, a socially-conscious change-maker—or any mix of these and other traits.

You may be seen as flaky, flamboyant, phony, or maybe even totally forgettable.

The thing is whether or not you're aware of what your reputation is, you have one. Same goes for your brand.

Might as well be deliberate about it.